Salesgenie Dashboard Redesign

Left: Old Dashboard Design Right: New Dashboard Design

Salesgenie began as a SaaS platform that was limited to allowing users to search and download sales leads matching specific criteria. Since the platform merely offered data in downloadable format, users had little incentive to renew their subscriptions once all data had been downloaded.

To combat this issue, the platform’s strategy is shifting towards providing a comprehensive set of sales prospecting tools (data, email, direct mail, and CRM functionality) that allow a salesperson to find targeted leads AND work those leads through the sales funnel within a single service. Under this strategy, customers would use Salesgenie for all their sales prospecting needs, rather than downloading our data and subsequently using services offered by competitors.

The project to update the Salesgenie Dashboard was a step towards establishing this new value proposition with users, in addition to correcting certain usability problems along the way. If successful, the perception of Salesgenie would change from merely being a one-time data provider to a destination to perform sales prospecting activities on a frequent basis.

GOAL SETTING

We sought to establish the underlying assumptions that guide the project.

Objectives / Problems to Solve

Discovery of Useful Features

Visibility of Activity

Removal of Confusing Elements

Reinforcement, success, circular workflow

Metrics of Performance (KPIs)

Customer Retention Rate

% of Users that try other services

Engagement (Active Users per Timeframe)

High Level Scope / Constraints

No new features or functional changes to existing features

Limited to display of information that is currently available

No updates to header navigation

Considerations

Resilience to Variation in Packaging & Configurations

Existing Users & Workflows

Extensible Framework that can be tweaked without significant redesign

USER & Competitive Research

Job Mapping

Catalogue of discrete steps & goals of sales acquisition process

Focus Groups & Interviews

Target Customers, Internal Stakeholders, Customer Service Reps

Personas

Sales Person, Sales Manager

Conceptual Models

Lead Management, Team Structures & Responsibilities, Workflow, and others